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James Osborne - La morale della favola - Storytelling - Kwd Webranking Italy 2013
 

James Osborne - La morale della favola - Storytelling - Kwd Webranking Italy 2013

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La morale della favola: l’importanza della congruenza tra identità, percezioni e narrativa

La morale della favola: l’importanza della congruenza tra identità, percezioni e narrativa

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    James Osborne - La morale della favola - Storytelling - Kwd Webranking Italy 2013 James Osborne - La morale della favola - Storytelling - Kwd Webranking Italy 2013 Presentation Transcript

    • KWD Webranking AWARDS 2013 James osborne partner lundquist @jabosborne @Lundquist ”la morale della favola: l’importanza della congruenza tra identita’, percezioni e narrativa”
    • LA MORALE DELLA FAVOLA L’importanza della congruenza tra identità, percezioni e narrativa
    • Why?
    • Macro level (strategy) Micro level (technique) The plot… Stories… How a company conveys a coherent sense of its unique identity through accounts of its mission and strategy, accomplishments and objectives. Narrative presentation of concrete, real-life examples that convey aspects of the corporate identity. Don’t avoid the context and critical issues: respond to your perceived areas of weakness. Find a balance between your own agenda and external perceptions. Stories show the human dimension of an organisation by focusing on: • What? | When? | Who? • Where | How? | Why? (and… why should I care?)
    • Establishing a clear line of sight 5 KWD WEBRANKING AWARDS ITALY 2013 Innovation story Employer story Sustainability story Investor story “Silo” stories must be aligned with central corporate story
    • The decline of reports, the rise of strategy Since 2010, we have asked sustainability professionals and CSR experts what their top priorities are when visiting company websites 70% 61% 60% • • • • 50% 40% 30% Top priorities in 2013: 58% 39% Strategy & objectives (58%) Case studies (38%) Detailed information (36%) Performance data (34%) 30% 20% 10% 0% 2010 2011 Report 6 2012 2013 Strategy & objectives KWD WEBRANKING AWARDS ITALY 2013 Source: CSR Online Awards Survey 20092013 (non-corporate responses only)
    • The risk of a superficial, one-sided story We asked our sustainability panel what frustrates them most about online corporate communications. The top responses are… Least frustrating Too brief or superficial Self promotion & PR language 10% 4% 5% 0% 11% Most frustrating 28% 21% 26% 25% 25% 52% of users say it’s “extremely” or “very” frustrating 26% 70% of users say it’s “extremely” or “very” frustrating 45% 50% 75% 100% Source: CSR Online Awards Survey 2013 (200 non-corporate responses) 7 KWD WEBRANKING AWARDS ITALY 2013
    • Key ingredients for successful video storytelling We asked our sustainability panel what they would most like to get out of a CSR or sustainability video. Stories about how strategy translates into day-to-day action 58,9 Case study or project in action Examples in day-to-day operation 50,0 39,2 Stakeholder viewpoint Expert opinion on company 29,7 Issues impacting the company Stories that give a balance between internal and external viewpoints 29,7 Strategy from management 28,5 23,4 Employee view on initiatives 12,0 Presentation from CR head Not interested in video 5,7 0 20 40 60 80 Percentage of 200 non-corporate respondents (3 choices allowed) Source: CSR Online Awards Survey 2013 8 KWD WEBRANKING AWARDS ITALY 2013
    • 2 How?
    • The Allianz story “Our business is serious business. It’s about real people and real lives, their property, their health, their dreams and aspirations. And that is the part that really motivates us.” 10 KWD WEBRANKING AWARDS ITALY 2013
    • 11 KWD WEBRANKING AWARDS ITALY 2013
    • 12 KWD WEBRANKING AWARDS ITALY 2013
    • 13 KWD WEBRANKING AWARDS ITALY 2013
    • Legal & General: “every day matters” 14 KWD WEBRANKING AWARDS ITALY 2013
    • Legal & General: “every day matters” 15 KWD WEBRANKING AWARDS ITALY 2013
    • The Rexam story: seeing under the bonnet 16 KWD WEBRANKING AWARDS ITALY 2013
    • The Rexam story: seeing under the bonnet 17 KWD WEBRANKING AWARDS ITALY 2013
    • The Rexam story: seeing under the bonnet 18 KWD WEBRANKING AWARDS ITALY 2013
    • The Rexam story: seeing under the bonnet 19 KWD WEBRANKING AWARDS ITALY 2013
    • 5 tips for successful storytelling 1. Define your strategy, goals & main messages 2. Get organised & get trained 3. Understand your audience & make it easy for them 4. Tell a human story: “show! don’t tell” 5. Be coherent
    • 13 december 2013 #writaly KWD Webranking 2013 italy Awards In collaborazione con